Teams Compete on the Field in El Clásico, While Brands are Competing Off the Field
With a combined annual commercial turnover of €700m, this Sunday, two of the world’s biggest football teams Real Madrid and Barcelona, match up for the second El Clasico of the 2021/22 La Liga season.
The rivalries extend from the pitch to their partners with competitors utilizing the power of the clubs to gain market share in their categories. This can be seen with Nike (FCB) v Adidas (RM), Mahou (RM) v Estrella Damm (FCB), and Cupra (FCB) v Audi (RM). The outlier in this being Coca-Cola, who are the Soft Drink Partner of both clubs, despite Gatorade (PepsiCo) also being the Official Sports Nutrition Partner of FC Barcelona, in comparison to Powerade (Coca-Cola) for Real Madrid.
Most recently, Barcelona agreed to terms with Spotify on a mega 4-year deal worth north of $300 million. This deal marks the teams first with a digital audio company while Real Madrid currently does not have one. The deal sees Barcelona’s stadium renamed to Spotify Camp Nou while also getting exposure on the team’s training kits.
Despite both teams having a social following of over 250M, Real Madrid leverages their social media more with over 1,200 sponsored posts (compared to FC Barcelona’s 450) resulting in over double the total engagement at 78.5M v FC Barcelona: 32.3M.
Both teams have global presence and awareness which can be seen through their partnership portfolio. Both teams have deals with large international brands Emirates (RM) and Rakuten (FCB) being the primary jersey patches, as well as smaller, regional deals with local and regional brands for the teams. Real Madrid has regional sponsors including KOK Sports (Asia) and RepX (LATAM), while FC Barcelona include Rakbank (UAE) and Taiping Life Insurance (China) among their partners.
Unlike what is being seen in the U.S., the betting category has shrunk dramatically across La Liga teams. This is due to new laws banning the advertisement of gambling companies across Spain, which had previously seen all La Liga sides having a betting partner in 2020/21, including seven with primary jersey patch deals.